The End of Expert Selling: Why Your Customers Need a Frame Maker With Brent Adamson
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Why are B2B buyers preferring a rep‑free experience and how does this impact sales?
Welcome to the Making Sales Social Podcast, featuring the top voices in sales, marketing, and business. Join Bryn Tillman, Stan Robinson Jr., and me, Bob Woods, as we each bring you the best tips and strategies our guests are teaching and using so you can leverage them for your own virtual and social selling. This episode of the Making Sales Social Podcast is brought to you by Social Sales Link, the company that helps you start more trust-based conversations without being salesy through the power of LinkedIn and AI. Start your journey for free by joining our resource library at social saleslink.com slash library. Welcome to the show.
Because he has a new book. Called the Frame Making Sale, which was just released a few months ago, I think maybe December of twenty twenty five. Um, and it again, it's reinventing the B2B playbook by teaching sellers how to overcome customer indecision by boosting decision confidence. Blown away by this, because we all know. That our biggest competitor is status quo. So Brent, welcome to the program. Oh,
Brent, it's so good to see you. As always, it's great to be with you. By the way, the your introductory marks may say, here's where my went mind went, which is a totally different place when you said, you know, whether you know it or not, this has had a benefit. And so and I'm sitting there thinking, like, I wonder if that's true as me as a father. Like, do you think my kids know? Like one way you may know it, you may not know it, but someday you're gonna wake up realize your dad wasn't so bad.
Your d your dad had the biggest impact on sales. Since
well, I think we're all trying to have an impact on our children, hopefully in a positive way. So there you go. But that's a different podcast. I didn't mean to distract you. Yeah, no,
I love that. And and yeah, I mean, I've got many children and now grandchildren, so I get it. And I love that. Um, but the your impact, your legacy, family excluded. Is uh like it is the I truly believe what you've brought has impacted sales like no other author expert ever. And I work with a lot of them.
Yeah,
you get us to think differently.
That well, you know, it's funny because the challenger sale really is autobiographical, right? It's i you know, they always say write what you know and that's I don't know anything other than that is to write what you know. That's why the new book is just as important to me. Um is it it's it you know, is like Larry Levine might say, it comes from the heart. But the uh it is r the you know, some people when I'm doing a challenger keynote, uh will say, Do you know your keynote follows the same path as the challenger, you know, m choreography's like, Yes, I know. And that's not by accident. And it's the same thing with the new stuff. Actually, it's funny because the the company that I've now founded with uh my co-author Carl Schmidt uh to build around frame making is called A to B Insight.
And for those challenger aficionados out there, they'll know what A to B is all about and breaking down an A before you build up a B. And that's still what we're doing. Even with frame making, that's what we're doing. We're trying to help the world understand that there's just a a really fundamentally different way to think about how B2B commerce works today and and as a result. It opens up. not just challenges, which I think is what we're all facing. It opens up this really cool opportunity for us to think pretty differently about how we're going to sales, even For those who are died in the Wolf Challenger uh aficionados, followers, whatever it might be. Yeah.
Yeah. Uh and I love you know what I'm gonna throw out my questions because I really just wanna dive into this.
I've screwed it up already. Okay. It floats out the window. Let's roll.
You know, I always have these prepared questions and I get on a call with you and immediately I'm like, Why let's just talk because
sure
you uh just it it's so much inspiration. I do wanna talk First, though, I do want to talk about the frame making sale.
Yeah.
Where did it w where did it come from?
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Chapters
8 chapters
1
Why are B2B buyers preferring a rep‑free experience and how does this impact sales?
0:00–7:59
2
What inspired Brent Adamson’s “Frame Making Sale” and how does it differ from Challenger?
7:59–15:20
3
How does decision‑confidence drive low‑regret purchases for B2B customers?
15:20–21:09
4
Why is the customer’s own memory the biggest competitor for a salesperson?
21:09–26:19
5
How can a seller become the one buyer wants to call by acting as a “frame maker”?
26:19–33:25
6
What practical tools (prompting, bounding, discovery frameworks) help sellers create confidence?
33:25–39:36
7
How does AI fit into the frame‑making approach and what limitations does it have?
39:36–45:37
8
What concrete steps can sellers take today to shift from expert‑selling to frame‑making?
45:37–51:17
Speakers
2 identifiedMore from Making Sales Social Podcast
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